ID5, the digital advertising identity provider, announced a $20 million Series B funding round with TransUnion joining the list of investors. ID5 provides the ad ecosystem with a transparent, scalable, privacy-compliant identity infrastructure based on hashed emails and other signals. The company does business in Europe, Japan and Australia.
MessageGears is expanding its partnership with Snowflake to run its customer engagement solution for large consumer brands within Snowflake’s data cloud. This will enable Snowflake users to leverage data within the security and governance of the cloud to support MessageGears messaging and campaigns. MessageGears is one of the first customer engagement solutions to tread the path already taken by a number of CDPs.
Lots to unpack in this global Twilio survey. More than one-third of Gen Z and millennial consumers purchase from a different brand when a business doesn’t personalize engagement in real time; consumers and businesses disagree on what it takes to build trust; more brands use CRM than CDP to understand customers. Download for details.
In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.